Creative Pick: Hotels.com

The IAB’s Director of Marketing & Industry Engagement, Alex Kozloff writes about her favourite digital campaign right now.

Alex Kozloff

Sometimes it’s important to take a step back from the daily realities of working in the advertising industry, and remember why I chose this career in it the first place. It’s not the same for everyone, but for me, I’ve always loved actual ads; the cool/funny/sad/inspiring/ridiculous stories they tell. Right now there is no smarter medium than digital to give brands the tools to tell those stories. So I have decided that from time to time I’m going to pick a recent digital campaign that has prized my attention away from my emails and told me a brilliant story to share with you all.

My pick this month is a brilliant example of a brand truly making the most of the digital toolkit available to them. This Hotels.com campaign was spotted as a pre-roll ad on a video on-demand service, and when viewed online provides users with two different experiences should they decide to ‘skip the ad’ or not. Have a go yourself, like many digital ads, the beauty is in the interaction. Hotels.com have used humour and character building perfectly, but I also love that they’ve clearly thought about the medium when briefing and building the creative. Truly smart marketing Hotels.com, we at the IAB salute you.

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.

supportive